Promotional Activity of the Year

Gold

Campaign Title

Lucy the Robot

Client

Double Robotics

Agency

Atomic 212° Group

Global technology company Double Robotics wanted to launch into the Australian market with its Double telepresence robot, a device that allows a remote user to maneuver the robot from the comfort of their home or office, and to interact with the world via video and audio devices. We placed a humanoid robot outside the Apple store in Sydney to line up for the global release of the iPhone 6s. On the other end of the device was Lucy Kelly. We took the global hype surrounding the iPhone launch, combined it with some cool new technology and added a human element. In Australia it was covered in over 1,000 stories, while globally it was translated into dozens of languages, generated 12,452 enquiries in 72 hours and reached around 100 million people. For a marketing outlay of next to nothing, we achieved millions of dollars in advertising value.

Silver

Campaign Title

December Baby

Client

Jetstar Asia

Agency

AKA Asia

Jetstar Asia wanted to develop a birthday campaign to celebrate its 11th year in Singapore, which fell in December. But it’s difficult to stand out at Christmas, and there’s one specific group of individuals that knows this all too well: December Babies. Drawing on this shared bond, we developed a content-rich campaign that resonated with our audience. The campaign launched in Singapore with a mockumentary video featuring December Babies sharing sad Christmas tales, which opened a competition asking December Babies to share their own stories. We received hundreds of entries, captured the December Babies’ surprised reactions on film and over 1.1 million people watched the festive campaign video.

Bronze

Campaign Title

Dole: The 'Wearable_Banana'

Client

Dole Japan, Inc.

Agency

Dentsu Young & Rubicam Inc. and Dentsu Public Relations Inc.

A sponsor of the Tokyo Marathon since 2008, Dole Japan wished to further distinguish its brand in Japan’s crowded banana market, as well as highlight the fact that its bananas have superior nutritional benefits for sport. We took inspiration from the growing wearable tech market to invent the “Wearable_Banana” for Tokyo Marathon 2015, a device with a practical use for runners as well as a powerful PR message. While the experiment showed the “Wearable_Banana” could be used as a functional and practical device for runners, the device earned coverage on multiple national TV programs, and the internet also went bananas: a video was accessed from 178 countries. Media impressions totaled more than 45 million in Japan alone, and Dole banana sales shot up 193 percent in the first week after the event.